E- Business of Ikea
There are special offers advertised on the main page (http://www.ikea.com/gb/en), customers are able to register and login, there is an easy to use search function, so that customers are able to find and purchase products, as well as a complete “Product A-Z” list. Navigation is simple, even for first time users, as there is no clutter, and labels are clear. The site provides a concise, step-by-step page that describes how to make a purchase online, this is very useful for new customers, but is not irritating to experienced buyers. IKEA also provides the opportunity for consumers to register to receive a newsletter, a one-to-many communication device becoming more prevalent in e-businesses.
Difficulties implementing the e-strategy
Electronic commerce involves high costs that compromised IKEA’s ability to offer customers the best and lowest price, a value at the company’s core (Carroll, B 2007). Additionally, spokesperson Mona Liss acknowledged that there had been some difficulties for customers to complete the process of placing an order online. From the start, IKEA treated furniture purchasing as a journey and built the shopping experience around that idea (Novosedlik, W 2005), IKEA’s online manager, Allan Lidforsen said it is difficult to translate IKEA’s “brand values and visual identity to the internet” (Carroll, B 2007), so the physical shopping experience is partially lost by online shoppers.
These issues resulted in Anders Dahlvig’s